When you are thinking of putting your property onto the market who would you turn to first?

Should you stick with the traditional high street agent or perhaps risk using an online or call centre agent. Whichever route you decide to choose, it’s important to consider the significant differences between the high street and the online agents.

Local estate agents are backing a campaign to use high street agents, amid criticisms being made by the advertising watchdog for certain online agents "making unsubstantiated and misleading claims" in their advertising. A report last summer by Which? magazine highlighted Purple Bricks, HouseSimple, Hatched and other online agents for falling foul of the Advertising Standards Authority (ASA).

HouseSimple was reprimanded by the ASA on August 16, 2017 for stating that its customers saved £5,000 on average in fees, in TV advertising and in similar claims on its website, without providing robust evidence to support its claims.

This is the third time in the past year that HouseSimple has been rebuked by the ASA. Housesimple was criticized for stating that customers could sell a home for £495, but not making clear that they had to use its conveyancing and mortgage advice services to get that price.

They also claimed they were ‘three times quicker’ at selling properties than other estate agents in an advert displayed on the London Underground. However the ASA didn’t feel its evidence was robust enough to prove that assertion.

Whilst Purplebricks also has had three rulings upheld or partly upheld against it since March 2016, with the most recent being issued July 2017. Again they were criticised for making what the ASA said were misleading and unsubstantiated claims about how much its customers could save in estate agent fees. In a TV ad and on its website, they said that customers had ‘nothing to pay upfront’ to sell a property with them, without making clear that there is a mandatory fee that would need to be paid at a later date.

What do online agent fees include?

You can expect a package to include at least the basics needed to sell a home, such as listings on the main property portals. But extras, such as the agent conducting the viewings for you, are likely to cost more.

When do you have to pay?

With some agents you will need to pay an upfront fee (meaning you have to pay even if you don’t sell your property). Some will let you defer payment, but you may still face a fee even if you’re property doesn’t sell. You may also have to enter into a credit agreement with the firm. Companies that allow you to only pay on completion will often charge more for this option.

How long will they market my property for?

Packages can be time-limited such as 10 or 12 months, rather than your property continuing to be marketed until it sells.

Pros of using an online estate agent

Fees: In some cases using an online estate agent could be cheaper than using a high street agent.

Convenience: It can sometimes be easier to get hold of online estate agents. Their call centres are open during evenings and weekends, so they are able to deal with queries outside of working hours (although some high street agents may offer this level of service too).

Flexibility: Packages can be tailored to your specific requirements, and you can often track viewings and feedback online (although some high street agents offer this, too).

Cons of using an online estate agent

Lack of local knowledge: Even online agents with regional reps could struggle to compete with a high street agent who knows your neighbourhood and its property market inside out.

Legwork: Online estate agents may negotiate offers for you and act as a middleman to progress your sale to completion, but not all will. Taking charge of communications with buyers and solicitors without the help of an agent could be time-consuming and stressful.

Viewings: Unless you pay extra you'll usually have to conduct viewings yourself, so you’ll need to be comfortable showing strangers around your home and be available during evenings and weekends.

Paying up front: If you opt for this type of package, you won’t be paying on results. In fact, you’ll have to pay even if that company doesn’t end up selling your house.

Selling price: Because most online estate agents charge a flat fee rather than commission there is less of an obvious incentive to get the best-possible price for you. That said, they have reputations to maintain, and many companies claim they usually achieve the desired asking price.

However, according to research conducted by GetAgent, half of online agent listings haven’t sold after 14 months. Almost half of vendors who switched from Purplebricks did so in the first two months. And out of those properties re-listed, 65 per cent had asking price changes.

Purplebricks completed on just 57 per cent of the listings from January 2016, as of February 2017. HouseSimple completed on 58 per cent, while Tepilo were even lower with a 48 per cent completion rate.

GetAgent looked at 500 new listings by Purplebricks and other online agents from January 2016. They analysed the success of each of these listings from January 2016 through to February 2017, allowing 14 months.

GetAgent also sent out a questionnaire to customers who have used online estate agents to help us understand their motives and their level of satisfaction. Finally they conducted telephone interviews with some of the respondents, which provided some in depth analysis.

Key factors to consider

Ask the right price - it might sound obvious but it's important to establish the price you want to achieve first. Check out relative values so you're not unrealistic about what your property is worth. The price your home sells for can depend on the area, the pocket it lies within and the street your home is on.

The Land Registry records what the home actually changed hands for, whereas the Rightmove house price index uses asking prices. Get valuations from three estate agents and take the average of all three, rather than opting for the highest or the lowest.

Prepare your home - Put yourself in the shoes of a buyer - would you want to see last night's dinner pots cluttering the kitchen or your children's toys strewn from room to room? First impressions really do count, so make sure you do a thorough house clean and a neutral lick of paint won't go amiss.

De-clutter and do any obvious maintenance jobs too. You might want to stand outside your home and compare it to your neighbours' properties. Could the front door or window frames use a new coat of paint? Do the gutters need clearing? Is there moss growing on your front driveway?

If you have pets - it's best to put them out of the way for viewings.

Expertise and experience of the staff visiting and valuing your home - Choosing the right estate agent will certainly maximise your results. You need an agent who uses latest proven market techniques and can generate the most viewings whist offering best value for money.

Ask your family and friends - perhaps they could recommend an agent to you without hesitation. Check out the agents' official hallmarks. Are they members of a professional trade association such as the National Association of Estate Agents?

Do they belong to an accredited, independent ombudsman service? It's important to find out their viewing policy - will they accompany potential buyers when you are out or away? Do they phone and send around potential buyers as soon as possible and do they weed out time wasters?

Find out if the agent advertises in their local paper and how long your property will be showcased in the showroom window for.

The buyer - Safer buyers include those who have already sold their home and are in rented accommodation. Chain free, first time buyers and cash buyers who don't need a mortgage are also lucky finds.